Meta Quest

Bridging Virtual Reality and Gaming With Real-World Engagement at NBA All-Star Weekend

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The Brief

OVERVIEW

Client

Meta Quest

Services

Brand Strategy, Product Marketing

Role

Creative Direction
Brand Strategy

OPPORTUNITY

With a new partnership as the official mixed reality headset of the NBA, Meta Quest needed to make a major cultural statement at NBA All-Star Weekend 2023. The goal wasn’t just visibility—it was about authentically embedding the brand into basketball’s vibrant crossover with fashion, music, and tech. Meta needed an activation that could introduce mixed reality to new audiences, generate buzz across channels, and position Quest as an essential part of real-world, real-culture entertainment.

SOLUTION

We led the creative vision for Meta Quest’s presence at NBA All-Star Weekend, creating the Beat Saber Showdown: a two-day VR tournament that fused gaming, basketball, and fight culture into an immersive fan experience. With a custom-built arena featuring championship ropes, belts, and a live emcee, the activation made mixed reality tangible—showcasing how Quest enhances real-world interaction. Appearances by Damian Lillard and top creators fueled buzz and credibility, driving hands-on engagement with over 900 NBA fans on site.

To amplify impact beyond the event, we executed an integrated content and influencer strategy, producing over 150 pieces of real-time content across owned and creator channels. The activation generated 45M+ organic impressions, a 182% spike in web traffic, and a 92% surge in Google searches for Meta Quest. With $2.8M in influencer value and a 41% boost in audience growth, the Beat Saber Showdown positioned Meta Quest as a true cultural player at the intersection of sports, tech, and entertainment.